253% SEO Traffic Growth for B2B Payroll SaaS by Matas Pranckevicius

253% SEO Traffic Growth for B2B Payroll SaaS

Matas Pranckevicius

SEO Specialist

SEO Writer

SEO Content Manager

Ahrefs

Google Docs

Google Search Console

Outcomes at a glance:

253% organic growth

3 months to execute

$170,110 annual traffic value*

Knit People, a Canadian payroll platform, approached me with a challenge: unlock SEO as a channel.

Previously, Knit had relied on a healthy mix of outbound and partnership marketing to drive pipeline—but having just wrapped up a CMS migration, they were ready to double down on content.

Human-centric content

First, let’s get the obvious out of the way: payroll can be is boring. That meant we needed a unique insight to drive our content strategy. This was ours:

💡 Canadian payroll regulation is tough to navigate—and the official government documentation often lacks clarity + can leave you more confused than when you started.

Our approach would be to create super helpful + accessible payroll content for entrepreneurs. Our writers would take the content as far as possible + optimize it for search, while Knit’s internal subject matter experts would verify it. And of course—it all had to actually rank and convert. 📈

“Matas is by far one of the strongest writers around and I was lucky to have him as we built out the entire lead funnel for Knit People.” — Elliot Ngai, Co-Founder & CEO @ Knit People

Three content hubs

To maximize ranking potential, we structured content into three hubs—each containing a mix of high- and low-difficulty keywords.

Each hub was organized around a single theme.

Hub 1 = Introductory Canadian payroll topics

Hub 2 = Province-specific payroll regulation

Hub 3 = Highly complex payroll topics

Our hypothesis was that while Hub 1 would drive most traffic and help establish topical authority, while Hub 3 would capture the attention of more potential buyers. After all, if you’re looking for information about more complex payroll, you’re also more likely in the market for a payroll platform. 💸

Results: sales pipeline + SEO foundations

Once the content matured, 2 out of 3 of the hubs’ pillar pages landed in the top 3 SERP positions for their primary keywords. Another one landed on the 1st page. On top of that, 900+ highly-relevant keywords were indexed high in the SERPs, leading to a steady flow of inbound leads and a source for traffic retargeting.

Traffic has stayed strong despite multiple algorithm updates and has been a major source of new pipeline. Total estimated traffic value: $170,110 / year*.

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* Annual traffic value is calculated based on 1) the equivalent cost of Google ad spend, and 2) a conservative model of pipeline generated for the sales team

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Posted Aug 7, 2024

Here's how I drove 253% in organic SEO growth for Knit People—a Canadian payroll B2B SaaS platform.

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